Nike: #Playinside #Playfortheworld
Lighten up the darkness
First, let’s begin with what is a good brand message.
A good brand message is an effective and efficient communication pattern that delivers a brand’s identity and characteristic. It makes the audiences understand the values, the inspirations, the motivations of the brand. Eventually, it makes the audiences to generate the desire to purchase the product.
Nike
Nike which in my opinion is a brand that can always come up with unique and engaging marketing campaigns that makes delivering positive message, engaging with audiences and translating it to sales seamlessly.
Here is a very successful and meaningful campaign that engaged by tens of thousands of people during the pandemic.
Stood up for the public
At the very start of the covid-19 pandemic, the whole world is panicking like literally the supply chain was going crazy, the medical care was a mess, people were preparing for the end of the world. There were very few brands that stood up for the public, provided guidance and delivered positive message to the general public. Nike is one of the few brands that actually did it.
In March 21th 2020, despite the huge drop for it’s sales for the first quarter of the year because of the pandemic, Nike came up with a brilliant campaign through social media platform which delivered a very positive message for the society that had been heavily affected by the pandemic.
#Playinside #Playfortheworld
The #palyinside #Playfortheworld campaign delivered a very clear message that encourage people to stay inside their house or apartment in order to keep social distancing and took care other people but still keep working on themselves to be the better version of themselves both mentally and physically. The campaign was lunched through social media platform like Twitter, IG. After the lunch, the campaign immediately got traction from celebrities, sports organization from all around the world. Tens of thousands of people were engaging with the conversation and took actions not long after.
The part in the campaign that makes me most engaged with was seeing all the people in the campaign video who kept themselves inside their place for the public but still had the self discipline to make themselves better. Honestly, I was one of the people that were affected by the campaign. Not to exaggerate but It brings me hope during the pandemic since back then when Covid hit I was living by myself in an apartment for a half year. Depression really hit different during that time.
The campaign pushed us a story of being strong, confident and care about other people meanwhile pulled people that were affected by the Covid in to engage with the campaign.
In my opinion, the story fits Nike perfectly because through out the years Nike has been building a positive identity and image for the public and making people engaged by standing up for minorities and speaking up for social conflicts. To be honest, I can not think of another brand that could spread the information so deeply into people’s mind and actually brought the world to a better place by doing so.
Is it a shareable content? We are know the answer for that.
